When creating an ad for Facebook or Instagram, the campaign objective you select will affect the options you have in each ad set and each ad under that campaign. This article sheds some light on the options you have down the road when you choose a certain campaign objective, such as which types of media you can use in your ads.
Below here, you'll see all campaign objectives available in Social Media Management, along with the unique options each will have at the ad set and ad level. Please be aware that you will still have all standard options available in addition to the objective-specific options.
AwarenessShow your ads to people most likely to recall them.
Ads: Create image, video, or carousel ads.
EngagementGet more video views, post engagements, page likes, or messages.
Ad sets: The following destination types are available:
- On ad
- Facebook page
- Messenger
- Website
Ads: Create image, video, or carousel ads.
TrafficSend people to your website, Messenger, or WhatsApp.
Ad sets: The following destination types are available:
- Messenger
- Website
Ads: Create image, video, or carousel ads.
LeadsCollect leads from people interested in your business.
Ad sets: The following destination types are available:
- Website
- Instant forms
Ads: Create image, video, or carousel ads, or choose an existing instant form to use.
SalesFind people likely to purchase your product or service.
Ad sets: The following destination types are available:
- Messenger
- Website
Ads: Create image, video, or carousel ads.
App promotionGet more people to install or engage with your app.
Ads: Create image, video, or carousel ads.
| Campaign Objective | Definition | Ad Sets | Ads |
|---|---|---|---|
| Awareness |
Bring awareness to your business. This objective will help you reach the largest number of people who are most likely to remember your ad. |
Maximize reach Maximize impressions Maximize ad recall Maximize ThruPlay views Maximize 2-second continuous video views |
Single image or video Carousel Collection |
| Traffic |
Increase traffic to an online destination of your choice. Send people to a destination, like your Facebook Page or shops on Instagram, website or app. |
Send traffic to your website Send traffic to your app Send traffic to Messenger, Instagram, and WhatsApp Get people to call your business |
Single image or video Carousel |
| Engagement |
Find the people most likely to engage with your business online, send a message or take desired actions on your ad or Page. |
Get people to engage with your brand on Messenger, Instagram, and WhatsApp Get people to watch a video or interact with your post or event Get people to call your business Get people to engage with your website Get people to engage with your app Get people to engage with your Facebook Page |
Single image or video Carousel |
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|
Maximize number of conversions Maximize number of landing page views Maximize number of link clicks Maximize reach Maximize impressions |
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